When will Underdog Positioning be Effective? The Influence of Personal Control and Shopping Orientation

Yangyi Eric Tang, Alex S L Tsang

    Research output: Contribution to conferencePaperpeer-review

    Original languageEnglish
    Publication statusPublished - Oct 2018
    Event2018 Annual Conference of China Marketing Science - Shenzhen, China
    Duration: 26 Oct 201828 Oct 2018

    Conference

    Conference2018 Annual Conference of China Marketing Science
    Country/TerritoryChina
    CityShenzhen
    Period26/10/1828/10/18

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